【正文】 , to the consumer market exudes difficult to resist the to Ai Rui consulting data shows, from 2001 to 2006, China39。s online shopping user scale from 3750000 to 43100000 people, at the same time online shopping transactions from 600000000 yuan to 31200000000 yuan of Consulting: 2012Q3 electronic merce transaction size fruits and vegetables, shirt, electrical appliances, building materials and diamond have been moved to the Internet to sell, there will be more segmented vertical industry set off a new network marketing, electronic merce also started from the first wave of the Internet concept to the concerns people basic necessities of life business of: In our investigation, many respondents think that online shopping is convenient and plete, but also has the respondents reflected online shopping goods information is not plete, many goods are holding official magazine pictures to confuse the consumer : small, female, 28 years old, Jiangmen Taishan person, freedom of occupation.“ I think that online shopping fraud is more than shop is billed as South Korea and other overseas official pictures, with beautiful renderings to confuse consumers, while the modity is imitation, this let us consumers buy not ease, many rational consumers will choose small consumption.” Case two: , male, 40 years old, from Jiangmen, a clothing store owner “ Online shopping can not see the kind, clothing and other articles can not try, blackheart sellers will pass, the defective products sold to the one hand, transaction security, the entity store sales are cash transactions, shopping online and it must Kuandaofahuo, does not determine whether the seller can transaction integrity。on the other hand, repair you buy on the net of digital products, the use of fault, whether you can get warranty warranty service.” Case three : Chen, male, 22 years old, the Jiangmen person, Wuyi University students “ I had been in the online purchase of $50 prepaid card, buy back to find that it is 30 yuan of prepaid cards, has also not contact the seller, so there is a big risk in online shopping, operators using virtual register, the operator 39。s true identity, domicile and other information could not be confirmed, many online transactions are provinces and cities in different places transaction, to accept and investigate brings difficulty, make consumer losses are difficult to be recovered.” Network shopping malpractice analysis We see the advantages of online shopping to recognize it in the issue that shows stage presence, so as to find solutions to promote the healthy development of online say, the present stage our country consumers39。 online shopping situation evaluation is “the pain and happiness ”, and the pain than happiness , the transaction object recognized the transaction object for consumers is very important, this related to the legal responsibility the traditional shopping environment transaction target is very clear, the store hung license will indicate the identity of the a problem can be directly to the original shopping places the responsibility to in the network environment, consumers only by the operators of the site provides information about each other, but as far as the information is true, the other who is not at all , it is difficult to guarantee the right to right to know is a basic right of the consumer to enjoy is an important , online shopping, consumer information range is limited, it is not as traditional shopping can see, touch the true stereo goods, and to inquire about the goods salesman in detail the basic consumers can only from the online content provided access related modity information, see is at best a or several related modity plane , online shopping consumers in general information on the goods what is third, the format contract to the special nature of online shopping, the format contract inevitably bee consumers and operators of agreements necessary problem now is that operators often use privilege to formulate some long and plex or even harm the consumers rights provisions, sometimes in order to escape liability will use some ready to accept either course language, once a problem in order to defend sometimes for graph save trouble will not read each clause, sometimes even read is also likely to miss the nuances, sometimes even find anything suspicious place but in a timely manner in order to get the necessary goods can go all lengths, therefore, sometimes a “ I agree ” click will give consumers shopping after a series of fourth, the delay in the payment to be received the goods that it is often seen., sometimes not received payment after the goods will , returns purchase goods to return is not easy, operators often find all